Media measurement company VNU is launching a new practice, this one focusing on in-store promotions and how effective they are in reaching customers. This new program will be called Nielsen In-Store and attempt to measure how customers are interacting with and being influenced by in-store signage and other media, including TV and radio as well as point-of-purchase displays. Not only is this designed to work well for marketers in determining what works but also retailers who will be able to gauge the best placement for the displays. This program is actually part of a partnership between Nielsen and The In-Store Marketing Institute.